Beyond Z: Understanding the UK’s young people
06 May @ 4:00 pm - 5:00 pm
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We welcome ICG member Konrad Collao, Craft, to run this 1-hour session about Gen Z in the UK today.
Konrad has a wealth of knowledge about this topic, based on several award-winning projects, thousands of people surveyed, hundreds of qualitative conversations, dozens of digital ethnographies and in-person visits – plus several significant literature reviews.
More specifically, Konrad will cover;
- The problem with generational thinking
- Busting commonly-held myths about young people
- Discussing socio-economic and socio-cultural macro themes that condition the world young people are coming of age in
- Exploring the 6 common mindsets among Gen Z
- Exploring youth culture.
Konrad Collao, Founder, Craft
Konrad specialises in working with clients in media, entertainment and technology – providing them with cultural and behavioural insights to navigate digital transformation, develop content and marketing strategies, and inform wider business strategy. Much of his work focuses on the changes being wrought by young people coming of age in a very different landscape to that which shaped older generations. For Channel 4, Konrad is the architect of the award-winning Beyond Z series, as well as MRS/ICG award-winning work exploring young people’s relationships with factual content. Konrad has designed and delivered foundational youth-focused studies to imagine and develop The Hundred cricket competition for the England and Wales Cricket Board, and explored young people’s relationships with news for the Reuters Institute. He has also shone a light on Britain’s youth for the BBC, ITV, Premiership Rugby, and the Advertising Association. He has worked across continents for the likes of Netflix, the BBC World Service, Red Bull Media House, and Warner Bros Discovery, and is a regular speaker on matters of youth and media at international conferences.
